American Marketer


Peninsula goes pink in the fight against breast cancer

August 20, 2015

The Peninsula New York The Peninsula New York


The Peninsula Hotels is looking to raise awareness about breast cancer through a new initiative that will remind its consumers to think pink.

“The Art of Pink” will bring specially commissioned pink-inspired artwork by internationally acclaimed artists to Peninsula hotels throughout the world this October in recognition of Breast Cancer Awareness Month. Through the initiative, Peninsula will bring attention to the fight to end cancer and reaffirm the brand’s commitment to this cause.

"We hope that our guests and friends of Peninsula will join us in this important cause that is so important to the Peninsula family," said Robert Cheng, vice president of marketing for The Peninsula Hotels. "Art has a way of taking us out of our daily lives and be transformative.

"We hope that in our collaboration with these significant artists that we are able to connect with our customers on a different level and showcase this important cause. It is a privilege to be able to serve them and each of our communities in Asia, Europe and the U.S."

Think pink
This is the fifth year that Peninsula Hotels has joined the fight against breast cancer. The hotel chain will exhibit and auction photography by Chen Man, paintings by Qin Feng, cartoons by Chiratorn Chirapravoti, sculptures by Nathalie Decoster and other works by such names as Choi Jeong Hwa and Grimanesa Amorós, with proceeds going to local breast cancer charities.

peninsula breast cancer 1

The Art of Pink will take place at Peninsula Hotels in October

In Manila, the Philippines, funds will go to the construction of a new Breast Care Center at East Avenue Medical Center. The Peninsula Chicago will help transport breast cancer patients to and from hospitals.

In addition, The Art of Pink will also include dining and spa promotions and creative themes unique to each Peninsula hotel. These themes will include partnering with other brands, including a collaboration between Peninsula Hong Kong and Christie’s for a unique action of pink-themed luxury times.

peninsula breast cancer 3

Chinese photographer Chen Man will exhibit her work

Along with dining and spa promotions, Peninsula will share its commitment to funding breast cancer research with its customers by selling specially commissioned pink ribbon pins and through “The Art of Pink Peninsula Afternoon Tea.” This uniquely themed experience will offer pink-colored treats and rosé, and as with the auctions, a share of all proceeds will go to local charities.

"Each October, The Peninsula Hotels always find unique ways to show their support for Breast Cancer Awareness," said Damon Banks, freelance journalist and media consultant, New York. "This year will surely be like the previous years when they are able to tap into their loyal guests to further highlight their commitment to the local community efforts, and in this case, support a larger effort such as Breast Cancer Awareness Month."

These efforts will help Peninsula spread awareness while simultaneously motivating consumers to take action themselves. It is important for hotel brands to promote nonprofit organizations and use their influence to support meaningful causes.

Peninsula Hong Kong in Pink

Peninsula Hong Kong goes pink

Staying committed
Over the past five years, Peninsula Hotels has remained dedicated to raising awareness about breast cancer.

In 2014, Peninsula Hotels committed itself to Breast Cancer Awareness Month, presenting consumers with an extensive and varied array of content.

Breast cancer awareness is a cause embraced by many luxury brands, making it challenging to be original. Although Peninsula Hotels did not do anything genuinely groundbreaking, the scope of the brand’s “Peninsula in Pink” efforts stood out (see story).

In addition to these yearly events, Peninsula Hotels also takes other actions to commemorate Breast Cancer Awareness Month.

For example, in 2012 Peninsula Hotels emphasized its service aspects through efforts surrounding Breast Cancer Awareness month in October with corporate-wide and property-specific programs that gave consumers a chance to give back.

Since hotel brands are so focused on serving others, it makes sense that they want to be aligned with organizations that seek to serve others. The Peninsula joined other hotel brands such as Ritz-Carlton and Four Seasons in its efforts (see story).

This year Peninsula Hotels The Art of Pink will likely help spread awareness for the issue and remind consumers of the brand’s dedication to the cause of ending breast cancer.

"The cause of supporting breast cancer research is an important one to the Peninsula family, and we are committed globally to supporting the breast cancer charities in each of our communities," said Mr. Cheng. "It is important for us to give back to the communities that have welcomed us so warmly, and this global initiative also complements our commitments on a local level with various non-profit organizations."

Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York